Basics

 

Managing Keywords

 

Keywords are words or phrases describing your product or service that you choose to help determine when and where your ad can appear. Choose high-quality, relevant keywords for your ad campaign to help you reach only the most interested people, who are more likely to become your customers.

Add keywords to a new or an existing Ad Group, based on the following points.

Keywords related to your business: Make sure you use keywords your customers would use to find you. Keywords of two or three words tend to work most effectively.

Relevant keywords: the keywords in your ad groups must be directly relate to the theme of your ad and the page you're directing your customers to, as well as each other (make a website and create a site can go in one ad group, but make a blog needs a different ad group). Choosing the most relevant keywords can improve the performance of your ads and help you maintain low CPCs.  A CPC is the cost per conversion, how much you pay for a click on your ad.

Number of keywords in an ad group: Choose 5-20 keywords for best results.

1.      You can get keyword ideas by using the Keyword Tool. This tool will also show you how often people searched for those keywords idea, which can help you decide which keywords to add.

When you search for a Keyword (1) based on Location (2), you get the number of times your keyword has been searched for in your selected location, as well as a list of related search terms.

Sort by Local Monthly Searches to see search terms locally and choose phrases that are made up of 2 or more words.

 

2.      Use Ideas to find new keywords. Ideas appear on the right side of your Add Keywords box when you click on the Add keyword button above your keyword list.

 

3.      Use Search terms to see what people were searching for when they saw your ad. You can also use the search terms report to help you identify negative keywords.

4.      Use keyword match types to better control who sees your ads. For example, with the exact match option, or the “keyword specifier”, you can make your ad show only when someone searches for that exact keyword or close variations of that exact keyword, like misspellings or plural versions. Using more specific keywords would mean that your ad only appears for terms that apply to your business. Choose general keywords if you'd like your ad to appear for a large number of search terms. Read more on the next page.

 

 

Change the Keyword Match

                                                               

 

Control which searches trigger your ad. Depending on your goals, drive more traffic or more relevant traffic by modifying the match of the keyword. You can change the match by just clicking on the keyword.

The broader the keyword matching option, the more traffic potential that keyword has; while the narrower the keyword matching option, the more relevant that keyword will be to someone's search.

See the keyword matching options in the table:

When to use them?

Broad match

·         save time building a keyword list

·         reach to a broad audience

Phrase match

·         reach more customers, with more precise targeting. 

Exact match

·         most control

·         you can achieve a higher CTR

 

Negative Keywords

You can prevent ads being triggered for certain keywords. This can help lower costs so ads don’t show to people who are not interested in your product. Adding negative keywords can increase CTR.

 

 

You can add negative keywords based on Ad Group level or Campaign level so they don’t show either for ad groups or for the whole campaign.

Find more negative keywords by using Search Terms. This tool shows you the keywords people used that triggered your ad. This works best if your keywords are in broad or phrase match.

See the Search Terms for a particular keyword -> Keyword Details tab -> SEARCH TERMS, Selected

Select a keyword to add it to your keyword list or add it as a negative keyword.

 

Managing Ad Groups

Your campaign is made up of a number of ad groups that each have their own set of keywords and ads. If you have found new keyword ideas that do not match with the current keywords you have, you can create a new Ad Group.

Group the keywords that share a common theme into one ad group. The ads and keywords in each ad group should directly relate to that group's theme. An ad group with relevant keywords will increase the quality score of the keywords involved.

How to Create a New Ad Group

Start by clicking on New ad group in your campaign. You will then see the page below.

 

1.      Name your Ad Group

Choose a name that best identifies the group of keywords you have chosen.

 

2.      Create an Ad

The ads should always use the same keywords you have in your ad groups. See more on how to create a good ad in the next chapter.

 

3.      Add Keywords

When you enter keywords, they appear in broad match by default. This means your ad is eligible to appear when someone searches for any variation of those keywords. Monitor your keyword performance and change the match if beneficial. Also, it is recommended to have more ad groups with a shorter list of keywords than one long list of keywords in a single ad group.

 

Click on Estimate search traffic to see how many clicks you are expected to get for your keywords, as well as the cost. You can also set the maximum CPC bid at the bottom of the page.

 

4.      Save Ad Group

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Managing Ads

1.      3 Tips on how to write a good ad copy

a.      Add keywords that you have in your ad group to your ad text (at least 2, and preferably 3 times). They will appear in BOLD to the searcher.

b.      Add a call to action, like Register, Sign up, etc.

c.       Add appealing text related to Webnode, like free, fast, easy, etc.

d.      Fulfill what your ad promises on your landing page. (If you offer making a free website in your ad, your LP should have the same offer).

e.      Include prices

 

2.      Parts of an Ad

 

Click on the ad to edit it.

 

 

 

 

3.      Testing Ads

 

2 or 3 ads are recommended per ad group so you can test different styles and monitor the results efficiently. As soon as you create and save an ad, Adwords starts to show your better-performing ad more often.

 

You can check if your ad is successful based on the following.

 

CTR: How high is the CTR? The higher the percentage, the more appealing your ad is and the more relevant your keywords are.

Conv. Rate: How high is the Conv. Rate? The higher the percentage, the better your landing page and the more relevant your ad is to the LP.

 

 

4.      Check how your ads appear in Google with Ad Preview.

 

Insert the keyword, domain, language, and location to see how your ads show for a particular keyword!

 

You can see at what position your ads are showing for a keyword.

Also, Adwords will indicate why your ads are not showing to help you optimize your campaign.

5.      Test your Landing Page

 

The Landing Page (found under the Destination URL) is where users land on after clicking on your ad. You can measure the success of your landing page with the Conversion Rate. A higher conversion rate means people find exactly what they are looking for, and the keyword, ad, and landing page are synchronized. A lower conversion rate means that fewer people find what they are looking for when seeing the landing page. Your keywords and ads may be relevant, but the landing page shows something different than what they are really searching for.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Viewing Statistics

With AdWords, you always have two easy options to view and analyze your performance data:

·         Customize your statistics tables in the Campaigns tab using columns, segments, and filters.

·         Create one-time or recurring reports from the data in your statistics tables that you can download, schedule, and save.

 

1.      Graph

 

Use the graph for a visual representation of changes over a period of time.

 

Click on the Graph icon to make the summary graph appear and compare two metrics using the drop down menus just above the graph on the left.

 

2.      Statistics Table

 

a.      Segment. Split your data into rows by the options you select (such as date, click type, or device) in the option.  Use it to see performance of search terms match type.

b.      Filter. Filters allow you to search for specific types of data so you can easily evaluate the performance of your keywords. Use filters to sort keyword data.

c.       Columns. Customize the columns you see in the table. When your columns are set, you can sort the data by column by clicking on the name of the column. Use it to track quality score.

 

3.      Dimensions

The Dimensions tab lets you view your data by period of time across an ad group, a campaign, or your entire account. 

 

4.      Download Reports

 

You can find specific performance data by customizing the statistics tables of your AdWords account using columns, segments, and filters. You can download it as a report in a variety of formats, and AdWords will automatically save it for you. 

 

Click on Reports and uploads in the Campaigns tab to create, download and save reports.

 

 

 

 

 

 

 

 

 

 

 

Measuring Performance on the Search network

It’s important to clearly identify and prioritize the specific goals you want to achieve with your AdWords ads, and then manage your campaigns based on those goals. 

Ad Performance

The metrics below are key when analyzing the performance of your ads!

 

Keyword Performance

 

 

 

Diagnose keywords to know whether your keyword is showing ads or to see your keyword's Quality Score. 

To diagnose multiple keywords just select all and diagnose as shown below.